El Palacio de Hierro launches ad campaign

news April 2021 WWD

What: The marketing campaign is celebrating fashion renewal.

Why is it important: The campaign features a TV commercial, outdoor ads and a marketing event.

El Palacio de Hierro launched a new image campaign to help shore up sales as the pandemic triggered a 26% decline last year.

Under the slogan “Renewal is in me,” the Mexican luxury retailer launched a 60-second TV spot with help from local ad agency Teran TBWA.

El Palacio’s newly appointed chief customer officer Werner Hirschi and fashion director Sofia Felix said the new campaign had its genesis from a need to connect with customers eager to find new ways to interact with fashion in a changed world. 

Apart from the TV commercial, the campaign will feature outdoor ads and encourage customers to contribute their own versions of what renewal means — with the result set to be displayed in the retailer’s flagship store in Mexico City’s upscale Polanco quarter in a marketing event on Thursday 22 April.

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